THE IMPACT OF BUSINESS INTELLIGENCE ON STRATEGIC ORIENTATION THE MEDIATING ROLE OF TECHNOLOGY ACCEPTANCE MODEL
This study aims to identify the impact of business intelligence on strategic orientation and examine the intermediate role of the technological acceptance model in Jordanian pharmaceutical industrial companies, the comprehensive survey method was used for the study population, which is represented by (128) administrative at the senior and middle organizational levels, questionnaires were used to collect data and information. Many statistical methods were used, most notably path analysis(SEM), The most important findings the study reached were there are a statistically significant impact of Business Intelligence on strategic orientation, a statistically significant partly direct impact of TAM in the relationship between Business Intelligence and strategic orientation. With the most notably recommendations: pharmaceutical companies should reinforce, use, and implementing business intelligence at all the organizational level specially at the strategic level, using digitalization and a modern information and communication technology systems to provide sufficient data and information that supported the strategic orientation process and decision making , encouraging workers to accept the use of new technology in their work’s, using innovative and creative methods to overcome the challenges in their competitive environment.
business intelligence, strategic orientation, technological acceptances model, Jordanian pharmaceutical companies